Fare & Square
For Fare & Square, the first not-for-profit grocery store focused on healthy foods, I developed a logo and brand identity that would feel friendly and inviting to a lower-income consumer base that hasn't always been made to feel welcome in the health and wellness space. Using the soft-edged ITG VAG Rounded font with a warm, equality-signifying purple and fresh bright green, the logo acted as a friendly greeting to curious shoppers wanting to invest in their health, for less.